The benefits of conversion rate optimization for online retailers may not initially seem clear. Yet, with every other aspect of operating your online business, one thing is for sure. You want to ensure every person that visits your store is getting the type of experience they expect that encourages them to make a purchase or take some action.
That’s why conversion rate optimization does. It is the ratio of the total number of visitors to your website to the number of visitors that take some type of action you desire, such as making a purchase.
Here’s why it is so important. Let’s say you opened a small shop in your city. People found your shop through your advertising – the marketing you used worked! Yet, when they came to your shop, they looked around, but then left. That’s heartbreaking, but what’s more worrisome is that they left even though they wanted or needed the product on your shelves.
This can happen often in e-commerce sites if they are not optimized to keep people on the site and interacting with it. With the right types of steps, you can significantly increase your conversion rate. As a direct result, you’ll also see your sales go up.
By working on the customer’s purchase journey, you’ll see a profound change in the way your e-commerce business operates. If you are working with an Amazon consultant, they will help you achieve these goals – taking a lot of the pressure off of you to learn the techniques needed.
Why Invest in Conversion Rate Optimization?
To help you see the benefits that it offers, take a closer look at what most website owners see when they invest in conversion rate optimization.
#1: Get to Know Your Customer
One of the biggest reasons to invest in this form of e-commerce optimization is because, simply, it helps you understand who your customer is, what they need or want, and how you can reach them through your marketing efforts.
Through the testing process, you’ll learn how to interact with your customers because you’ll understand what they need and want to make a purchase. You’ll also narrow down a better idea of who your customer is.
#2: Your Profits Grow
The bottom-line benefit of optimization is that more people who visit your site will end up making a purchase. That means conversion optimization actually delivers a high rate of return for most e-commerce sites (if you’re doing it right). It yields immediate results when you optimize your e-commerce site simply because you have more buyers.
#3: You’ll Attract More (and New) Visitors
Not only do you want to have each visitor make a purchase, but you also want to attract more visitors to your site each day. That’s something conversion rate optimization can offer, too. The more you optimize your store, the better the overall shopping experience is for your customers. That helps you bring in more customers because your advertising spend diminishes. Your cost per acquisition falls significantly when you have good optimization. More of your budget is achieving your goals, which means if you keep the same budget in place, you’re actually attracting more potential buyers.
#4: It Works with Your Current Traffic
A lot of other methods of marketing improvement and optimization rely on attracting new traffic. That is, before you can see a profit or ROI on your optimization investment, you have to wait for new traffic to arrive. That’s not the case here. It’s using your existing traffic – the people you have already spent money advertising to bring in – to increase your profits.
Yes, you will need to invest in optimization. Yes, it can take some time to get the right tools in place. Yet, you are not waiting around for new traffic to hit your site. The traffic already going to your site is just going to perform better for you and produce more of the results you want.
#5: Gain Brand Recognition
Often, e-commerce stores do not put a lot of attention into brand building, but it can be an excellent way to scale your business. You want customers who visit to buy from you, but you also want them to remember you and come back to you every time they need what you are selling. That only happens if you have a recognizable brand.
Today’s shoppers are very concerned about who they buy from and how safe those companies are. They want to know they are working with a company that is legitimate but also one that is efficient. Optimization helps improve their overall experience with you, bringing them back to you time and time again.
#6: Google Will Take Notice
Google tracks more than just how optimized your pages are for SEO. It also looks at what happens when the search engine sends a visitor to your site. Remember, Google’s goal is to provide an exceptional experience for their users (not to boost your bottom line). That’s why it pays attention to what happens when someone arrives on your site.
If you are taking care of your customers and they are sticking around for a while, and buying from you, that’s a good thing. That means you are delivering what the user wants. You made the user happy. That means Google is going to take notice and potentially boost your SEO rankings as a result.
#7: Stand Out from the Competition
Every business needs to compete well. Going back to the shop scenario, would you go to a competitor if the current shop was not easy to navigate or not organized? When you invest in conversion rate optimization, then, you become the “shop” customers go to time and time again, leaving the competition behind you.
Here’s the good news. You are not in this alone. You can work with your Amazon consultant here at Nuanced Media to create the ideal e-commerce site, one that is optimized to attract your ideal customer. Reach out to learn more.